If you’re running paid social campaigns across Meta, LinkedIn, and TikTok, your UTM structure can get messy surprisingly quickly. One campaign might use: utm_source=facebook&utm_medium=paid Another: utm_source=linkedin&utm_medium=cpc And TikTok might be: utm_source=tiktok&utm_medium=paid_social Each URL technically has UTM parameters. But when the data reaches Google Analytics 4 (GA4), you’ve created three different ways of describing essentially the […]

UTM parameters seem simple. Add utm_source, utm_medium, and utm_campaign to a URL, and you can track where your traffic comes from. But once multiple people start creating campaign URLs, things can get messy very quickly. One marketer uses: utm_source=linkedin Another uses: utm_source=LinkedIn Someone else uses: utm_source=linkedin.com And another decides: utm_source=li Technically, all four URLs work.

You created a campaign URL with UTM parameters. You clicked the link. You opened Google Analytics 4. And your campaign is nowhere to be found. Or perhaps the traffic is showing up as Direct, Organic, Referral, (not set), or under a campaign name you weren’t expecting. This is a common GA4 campaign-tracking problem, and it

Most marketers who use UTM parameters are familiar with the usual ones: But there is another UTM parameter that gets far less attention: utm_id So what exactly is utm_id, and should you be using it? For many marketers running a handful of campaigns, the answer may be not yet. But if you manage campaigns across

UTM spreadsheets work. In fact, for many teams, a spreadsheet is exactly where UTM management should start. You create columns for source, medium, campaign, content, and term. You document your naming conventions. You add dropdowns or formulas to reduce mistakes. You share the spreadsheet with the team. For a small number of campaigns and a

July has been one of our biggest months yet for UTM Manager. Our goal remains simple: help marketers build cleaner UTM links, maintain naming consistency, and make campaign tracking easier across teams. Over the past few weeks, we’ve shipped several improvements focused on governance, collaboration, and workflow efficiency. Chrome Extension One of the most requested

Every messy GA4 report we’ve ever audited traces back to the same root cause: somewhere, a human typed a UTM value by hand. Not a careless human, either. A perfectly competent marketer, on a Friday, launching six campaigns at once, who typed Facebook instead of facebook, or spring sale with a space, or pasted a

Email has a dirty attribution secret: it’s the channel most likely to be invisible in your analytics. Here’s why. When someone clicks a link in Gmail, Apple Mail, or Outlook, that click usually arrives at your site with no referrer at all — email clients don’t pass one the way websites do. So GA4 has

Ask most marketers how many UTM parameters exist and they’ll say five. Ask GA4, and the answer is nine. The gap between those two numbers is where a surprising amount of free attribution value sits in 2026. While everyone fights over utm_source and utm_medium, GA4 has quietly supported a second tier of parameters — utm_id,